A guide for using online social media and social networking activities for SMME's
- Authors: Morley, Charmaine Joan
- Date: 2012
- Subjects: Electronic commerce , Social media -- Economic aspects , Customer relations , Online social networks
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8873 , http://hdl/handle.net/10948/d1020350
- Description: Social media is playing an increasingly important role in people’s lives and is becoming a part of most organisations’ business models. Businesses cannot ignore this phenomenon due to the increasing influx of Generation Y employees in their businesses and the Generation Y consumers who are going to buy their products and services in the future. Social media is changing the way that marketing is being conducted, in a positive way. It is changing from businesses focusing on selling products or services to customers, to businesses building relationships with customers and adding value to their lives through their products and services. This phenomenon was the base for this study. The research problem was identified as follows: SMME business owners do not understand the importance and impact of social media on their businesses. Sub-problems were identified as: defining social media and networking, describing the importance of this, which strategies are currently being used in business, how it compares to traditional networking, how this is used in recruitment strategies and what are the disadvantages of social media and networking. The research problem and sub-problems were addressed in a literature study and an empirical study. The literature study included information on SMME businesses, their importance in our economy and how social media can help them. The empirical study was done using SMME’s registered with the George Business Chamber. A questionnaire was designed and distributed to the owners of the businesses by email. The answers were analysed and collated on a spreadsheet which were presented in graph and diagram format. Social media and networking are becoming an integral part of businesses especially small businesses. They specifically have an important role to play in creating economic wealth and creating employment. SMME’s are faced with a lot of challenges which make it difficult for them to become successful and sustainable. Social media can play a role in overcoming a lot of these challenges by helping SMME’s with marketing, customer engagement, relationship building, recruitment, and finding valuable information, experience and partners. Social media also has disadvantages which include: virus attacks, risk of confidential information leaking and so forth, but these can easily be managed by social media polices and rules. A bigger risk lies in the fact that if a business owner ignores the existence of social media, this can lead to conversations by consumers about this business being ignored and not responded to. Another big risk for SMME’s is the fact they are at a competitive disadvantage by ignoring this new technology. This was clear from the empirical results in this study which stated that 53 percent of the businesses surveyed, were aware their competitors are using social media. The empirical results indicated a very low use of social media activities among the SMME’s surveyed but showed potential as the SMME’s understood the importance of social media and were eager to implement strategies in their businesses. The reasons offered for not using social media included the fact that it was difficult to measure its worth in time and money, advice is needed from experts and so forth. Social media and networking are not quick or cheap methods for businesses to advertise and sell their products or services. They are tools to be used over time, in order to engage with customers and build relationships. Consumers and customers expect value for their money and if they find this from a business, they will gladly share it with others. On the other hand, if they do not find value for money it could have a negative impact on the business. SMME’s must not try to replace their current marketing strategy with social networking activities. They should integrate it slowly into their current business models and search for unique ways in which it could improve the relationship with their current customers and find new customers. It should help them to either showcase their existing value added products or services, or improve it if it is not worth selling. Small businesses now have the platform to compete.
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- Date Issued: 2012
Facebook as a tool for social customer relationship marketing
- Authors: Puffett, Lauren
- Date: 2012
- Subjects: Facebook (Electronic resource) , Internet marketing , Customer relations , Online social networks , Relationship marketing
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8415 , http://hdl.handle.net/10948/d1012083 , Facebook (Electronic resource) , Internet marketing , Customer relations , Online social networks , Relationship marketing
- Description: This study aimed to provide public relations professions with insight into the use of Social Customer Relationship Marketing as a marketing 2.0 tool which delivers the potential to elicit the opportunity for organisations to monitor, engage and manage conversations and relationships through Facebook. Drawing on literature from the fields such as new media, public relations, social customer relationship marketing, and public relations, a qualitative content analysis of case studies of selected organisations was conducted including 10 South African organisations that have incorporated Facebook into their Social Customer Relationship Marketing strategies. The content analysis was conducted to determine the amount of communications taking place on each fan page in order to support the data and provide additional insight into the research question, primary data was collected through two survey questionnaires of, firstly, social media users who subscribe to an organisation‘s Facebook page and, secondly, a survey conducted among the social organisations. Surveys were conducted to firstly determine the social organisations interactions with Facebook as secondly, to determine the social media users‘ interactions with the Facebook. The study found that the majority of the organisations under study in the content analysis successfully elicited user generated conversations about the brand, through content that was advocated by the organisations Facebook administrator. It is also evident as seen in the minority of organisations that these platforms are only likely to elicit consumer- driven dialogue on Facebook if the platform is managed effectively through initiated daily conversations about the brand. The continuous involvement by the administrator in encouraging conversations was necessary, as well as response to all wall posts by the social customer, participation in all conversations by providing accurate information to customers and potential customers about the brand. Conclusions from the survey questionnaires among the social identified the social customers need to be communicated with pro-actively by an organisations who can provide, through collaborative conversations, information pertaining to the brand in real time conversation, while the survey among the social organisation concluded the need for an organisation to not only create a social media footprint, but to allow for a space in which through conversation with the social customer, conversations can turn into relationships.
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- Date Issued: 2012
The mediating role of mobile technology in the linkage between customer satisfaction and customer loyalty
- Authors: Chihombori, Rumbidzai Anna
- Date: 2012
- Subjects: Mobile commerce , Mobile communication systems , Customer services -- Management , Customer relations , Customer loyalty , Customer services -- Evaluation
- Language: English
- Type: Thesis , Masters , M Com (Business Management)
- Identifier: vital:11324 , http://hdl.handle.net/10353/d1013388 , Mobile commerce , Mobile communication systems , Customer services -- Management , Customer relations , Customer loyalty , Customer services -- Evaluation
- Description: The main objective of this study was to critically investigate the mediating role that the use of mobile technology plays in the linkage between customer satisfaction and customer loyalty in a semi-urban environment. The research problem focused on the application of mobile technology in the linkage between customer satisfaction and customer loyalty in the clothing industry in King Williams Town. In accomplishing this objective, this research study hypothesised that mobile technology plays a mediating role in the linkage between customer satisfaction and customer loyalty of customers of clothing retailers in South Africa. Multiple regression was conducted to test for the first hypothesis. The first secondary objective aimed at establishing if there is disconfirmation between customer expectations and the performance of clothing retail outlets in King Williams Town. In exploring this objective, it was hypothesised that there is negative disconfirmation between customer expectations and performance. A paired sample test was conducted to test for this hypothesis. In addition, the influence of service quality and customer satisfaction on customer loyalty was explored. To accomplish these, it was hypothesised that both service quality and customer satisfaction have an influence on customer loyalty. Pearson’s Correlation and the Chi-Square Test were applied to test the influence of service quality and Customer satisfaction on Customer loyalty. Data was analysed using the Statistical Package for Social Sciences (SPSS) statistical software. Regression analysis, chi-square tests, Paired sample tests and correlation reports were used to analyse data inferentially. Reliability and validity of the research was also tested using Cronchbach’s alpha test. The results show that mobile phones have become a basic necessity for customers and that mobile technology plays a mediating role in the linkage between customer satisfaction and customer loyalty; however, the mediation is partial. The results also show that there is positive disconfirmation between customer expectations and retailer performance; that both service quality and customer satisfaction have a positive correlation with customer loyalty and that mobile technology enhances customer loyalty. Finally, the results show that the total service experience of customers is favourable vii because the five components of service quality were rendered at a high level of service quality. The study offers several managerial recommendations. Firstly, retail managers should make strategic investments in mobile technology and use this technology to the full to reap the benefits of technologically advanced mobile communication. Secondly, managers should be creative in their use of this mobile technology to enhance customer satisfaction and, hence, customer loyalty. Thirdly, managers should prioritise the improvement of all five components of service quality in order to enhance customer loyalty. Finally, managers should provide a customer-centred service experience that exceeds customer expectations for service quality and mobile communication, one that maximises customer satisfaction and loyalty. The implementation of these recommendations could result in clothing retailers providing a customer-focused service experience in all five aspects of service quality. To successfully implement these recommendations, clothing retailers should: ensure that expectations created, could be accomplished or exceeded to build and enhance customer satisfaction; create expectations that are realistic to avoid negative disconfirmation and hence customer dissatisfaction; implement innovative and creative mobile communication strategies to build and enhance customer loyalty; and finally, improve loyalty programmes to enlarge the customer base.
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- Date Issued: 2012